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Jurassic World: The Exhibition Roars into Canada

Client: NEON & Universal Live Entertainment

Business challenge:

NEON and Universal Live Entertainment chose the GTA to host the Canadian premiere of Jurassic World: The Exhibition. This thrilling, family-friendly interactive experience, based on one of the biggest blockbusters in cinema history, features life-size dinosaurs, cutting-edge technology and richly themed prehistoric environments. For experience seekers, much like how the film became a must-see event, it leaves audiences amazed by the spectacle of seeing these majestic creatures grace the big screen, and to discover the thrill of adventure that lays dormant within them.


Edery & Lord created a deeply emotional, niche awareness campaign for this one-of-a-kind attraction.  An exclusive media preview was held to launch The Exhibition and promote the Canadian debut of the touring sensation. Targeted media were given personalized tours of the 20,000 square-foot immersive attraction along with multiple spokespeople to accommodate niche story angles. Following the media event, a similar influencers’ preview event was held with high-profile influencers and creators who captured and posted content to their followers. After the initial launch period, the agency implemented a strategic news bureau program, to maintain momentum and drive repeat ticket sales.  The year-long sustaining public relations program included sponsored content, influencer marketing, a concierge program and pop-up activations at post-secondary campuses.


Due to ongoing ticket demand, the engagement was extended multiple times in Canada, making it the longest running Jurassic World: The Exhibition to date.  For the full run, the attraction generated more than 150 editorial stories in tier-one media outlets, including The Toronto Star, Breakfast Television, Global News Morning, Bell Media radio syndication, CityLine and more. The program resulted in 53.5 million media impressions, and an MRP score of 84.77 per cent. Thumb-stopping evergreen content, paid partnerships and organic posts by influencers garnered an estimated reach of 24.6 million impressions.


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